in-cosmetics 2014 hamburg

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  • 1. How not to waste time and money on social media Presentation at In-Cosmetics, April 2014
  • 2. Three examples of social media madness Why have we gone mad? How to find the cure
  • 3. Facebook madness
  • 4. Conclusion Facebook is a (good) way of ‘engaging’ with 0.0024% of your audience But what about views (reach)? General rule: 1 ‘engagement’ = 50 views Therefore: Facebook is a (good) way of reaching 0.12% of your audience
  • 5. Question: Are there any circumstances under which reaching 0.12% of your target audience is anything other than a stupid thing to do? Answer: That depends (on who the 0.12% are and the context within which you are reaching them)
  • 6. The story of a failing social media strategy ?
  • 7. Objective = maximising reach and engagement
  • 8. How does this translate into a business benefit? What is the link between your Facebook activity and the metrics? Why?
  • 9. Translation into a business benefit? ? ?
  • 10. 1.85 characters each
  • 11. Generated ‘engagement’ of 22,000 0.43% of the 5.1 million who tweeted 0.02% of the 108 million who watched on TV
  • 12. Well – it was the best ad that reached 0.02% of the audience Winner 2012 Golden Turkey
  • 13. This was actually a highly successful • Recruitment campaign for Oreo • New business campaign for the 25 agencies involved • Career boost for the 500+ people who produced the tweet A B2C campaign? (Where were the Cs?)
  • 14. Why are organisations doing silly things in social media? airy The Facebook Fairy is a fantasy!
  • 15. Audience Mount Social Media Marketing Department The reality (rather than the fantasy)
  • 16. Why are organisations doing silly things in social media? They believe it is a form of media Function of media = distribution (audiences) In reality, it is a form of infrastructure Function of infrastructure = connection (between individuals or groups)
  • 17. Facebook was designed to help geeks get girlfriends (connection task) What was Facebook designed to do?
  • 18. Complaining / trying to change something Looking for information Talking to friends (Talking to colleagues)
  • 19. Information is King
  • 20. 9 out of these top 10 sites is either a blog or social site
  • 21. Ask yourself: what are your Google spaces?
  • 22. Value in social media is created by harnessing the power of connection, not distribution Incredibly important fact
  • 23. CONVERSATION CONTENT COMMUNITY We like what you do We don’t like what you do Asking a question for which you provide an answer Prepared to help you do things better
  • 24. Introducing the Superfan KachWachi saves Logitech $250,000 in call deflection costs per year
  • 25. The rules for Superfans They are not ‘Ambassadors’ because they are not representative They are not ‘Evangelists’ because the communities they want to be a part of comprise people who are also like them Their value is not in spreading information, it is in helping you manage your business • Customer service • NPD • Google endorsement
  • 26. An organisation that gets it
  • 27. IBM ‘Listening for leads’
  • 28. Vodafone identified a long-term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees) Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
  • 29. Process – train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
  • 30. CONVERSATION CONTENT COMMUNITY We like what you do We don’t like what you do Asking a question for which you provide an answer Prepared to help you do things better
  • 31. What we doWhat we are doing
  • 32. CONVERSATION CONTENT COMMUNITY We like what you do We don’t like what you do Asking a question for which you provide an answer Prepared to help you do things better
  • 33. Thank you! richardstacy.com @RichardStacy